Thermos

In 2018, Thermos underwent a comprehensive brand transformation—redefining its identity, brand expression, positioning, and product design to better connect with a new generation of consumers while honoring its heritage.

Challenge

With growing competitors, Thermos needed to maintain relevancy and remind the categories why they were the leaders of the category.

Success

In 2010, spearheaded the industrial design overhaul for Genuine Thermos® Brand’s global flagship rollout, designing 15 high-volume SKUs including the iconic Stainless King (SK2010) series and the reimagined FUNtainer®/Foogo® children's lines. This comprehensive design-led rebrand successfully transitioned a 100-year-old heritage brand into a modern premium retail leader. The launch directly contributed to a 21% surge in consolidated parent company revenue (Taiyo Nippon Sanso) to $5.52 Billion in 2010, establishing the Thermos lifestyle segment as a primary corporate profit driver with elite operating margins between 15% and 30%. Over its life cycle, this design framework captured over 50% of the premium stainless steel vacuum-ware market share in North America, ultimately accounting for over 8.2 million units sold in the U.S. alone for the flagship SKUs.

My role

Visual Product Language. Product Design. Ethnography Research. Brand Strategy.